Deck 10: Writing Persuasive Messages

Question 1

When compared to routine positive messages, persuasive messages aim to influence audiences who are likely to

A) agree with you right away.
B) know more than you do about the topic of your message.
C) resist at first.
D) be easily offended.

Answer 1

resist at first.

Question 2

The best persuasive messages are closely connected to your audience's

A) desires and interests.
B) motivations.
C) potential concerns and objections.
D) all of the above

Answer 2

all of the above

Question 3

When using the AIDA approach to persuasion, the opening should

A) build common ground with your audience.
B) build your audience's interest in your idea.
C) capture the audience's attention.
D) do all of the above.

Answer 3

capture the audience's attention.

Question 4

As you consider the benefits of your product, in your marketing or sales messages you will ultimately want to

A) pick out three or four to call attention to.
B) single out one benefit that corresponds to your readers' primary needs or emotional concerns.
C) mention as many benefits as possible.
D) choose one direct benefit and one indirect benefit.

Question 5

The interest phase of a sales message should

A) flatter your audience.
B) distract the audience with loads of complex data on your product.
C) provide support for whatever claims or promises you made in the attention section.
D) avoid any attempts at answering potential objections.

Question 6

Which of the following would be the best wording in a marketing or sales message?

A) The Never-Off whole-house generator requires professional installation.
B) The Never-Off whole-house generator is designed to turn on automatically when it detects a general service interruption.
C) The Never-Off whole-house generator provides the power you and your family need during electrical outages.
D) The Never-Off whole-house generator is compact and unobtrusive, so it will not present an unattractive appearance.

Question 7

In sales letters, a postscript (P.S.) below your signature is

A) not likely to draw the reader's attention.
B) often one of the first and last parts people will read.
C) almost always inappropriate.
D) expected by most consumers.

Question 8

According to psychologist Abraham Maslow, people's higher-level needs must be met before they will seek to fill lower-level needs.

Question 9

An important factor to take into account when deciding on the approach for persuasive messages is your corporate culture.

Question 10

When it comes to promotional messages, selling points and benefits are basically the same things.

Question 11

A (An) ____________________ appeal bases an argument on the audience's needs or sympathies.

Question 12

Marketing and ____________________ messages are designed to motivate audiences to participate in a commercial transaction.

Question 13

In part, writing promotional messages involves assessing customer ____________________, analyzing your ____________________, and determining key selling points and benefits.

Question 14

In many states, marketing and sales messages are considered binding ____________________.

Question 15

What three elements make up an effective persuasive claim letter?